This article from Inman says that our reptilian brains control most of our purchasing decisions–like buying a home.

According to the article, it lacks words yet it can somehow regulate virtually all of your vital functions while controlling your most basic functions: thirst, hunger, sleep, love, etc.

So what does the reptilian brain prioritize above all else when buying a home?

Safety First

According to Psychologist and Marketing Specialist Clotaire Rapaille, Americans are particularly concerned about safety. Rapaille’s research even shows that the U.S. is a fear-based society. And after recent events in the media, it’s pretty easy to see why.

We want safe neighborhoods for our children to play and grow up in, security systems in our homes to fight against intruders and plenty of safety features in our vehicles—you know, just in case.

This is especially true for the more affluent members of the community—so much so that they will often avoid placing their listings on the MLS. Many also refuse to allow interior photos or videos of their properties because they have such an intense fear of burglary and/or kidnapping, according to the article.

The Power Complex

Have you ever wondered why hillside houses are generally more expensive? This is because the reptilian brain wants to appear superior and more influential. Living on top of the hill satisfies this need to physically and mentally be above everyone else.

The need for supremacy also translates into a need to win at the negotiation table. We suggest using powerful closing questions instead while letting go of your need to win. It may not seem like it right now, but letting go of dominance helps you win more.

This approach allows your clients to feel as if they are in charge.

We Want More Space and We Want it Now

Supersizing is part of the American way of life. Have ya seen the 7-Elevon big gulps?

Massive cars, huge refrigerators (I recently saw a House Hunters episode on HGTV where the girlfriend wouldn’t buy the home unless her new huge refrigerator fit in the space provided.) and big garages are considered luxuries in the U.S.—but not in other countries around the world. People in other countries do not need huge pantries because they buy their food fresh every day, while Americans want their food wrapped in plastic and storable for days, weeks or months. This means we need more space in our kitchens, refrigerators and pantries. We also need gigantic SUVs and luxury condominiums that mimic indulgent resorts.

My Home is My Castle. Don’t Cross my Mote!

Building trends are shifting. The common trend now is to promote “the owners’ retreat” as opposed to the master suite. In the luxury market, this could include a home gym, spa, sauna, steam room or any other element that allows the owner to shut their eyes, block out the world and recharge.

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